Psychology explains why some women stick to one perfume for years - How a 'signature scent' becomes part of identity and memory

Perfume is a very personal choice. While for some women selecting a scent is all about the newest trend or having a variety of bottles in her wardrobe, one special scent is the choice made by others, a scent that becomes their own, which their friends know, which their boyfriend remembers, and which they choose without even thinking about it. Research done in psychology indicates that there is a link between scent and such phenomena as memory and emotions. A specific scent might remind of someone's period in life, of some particular relation, place, and maybe even self-image. However, wearing one special scent does not necessarily mean that all women, wearing this particular perfume, reveal the same personality trait. Research on the connection between perfume choice and personality reveals quite a weak one. But the science of smell offers clues about why a familiar fragrance can become deeply meaningful - and why some people may find it difficult to let go of a scent they have worn for years.

A FAMILIAR SCENT CAN BECOME PART OF YOUR IDENTITY

Perfume becomes a part of the individual’s self-presentation when she wears the same perfume through many years. This becomes more than an application of cosmetic products since it becomes a kind of personal brand after many years of using the same perfume. There is evidence to support the claim that perfume preferences are a matter of personal preferences although the association between preferences and personality does not seem clear. In a study carried out in 2009 and published in the 'International Journal of Market Research', Wim Janssens and Patrick De Pelsmacker analyzed real perfume purchase and answers of a questionnaire by 348 participants.


The significance of this result lies in the fact that it opposes the common belief that a person can just detect your perfume and understand what kind of person you are. On the contrary, a signature perfume could be more based on personal choice and the accumulation of experience than personality itself. With time, the perfume may become an integral part of one’s lifestyle. It could be the scent which one wears to work, for dates, on vacation, or during significant events.

WHY PERFUME CAN UNLOCK POWERFUL MEMORIES

Probably the most convincing reason for this phenomenon is linked to the connection between smell and autobiographical memories. Scientists Johan Willander and Maria Larsson have explored how smells can induce memories of one's own past experiences. The 2006 study by these two scientists focused on the correlation between olfaction, emotions, and autobiographical memory, whereas the later analysis found that the memories evoked by the odor were often emotionally-charged and could evoke a sense of transportation to the past. Imagine yourself suddenly smelling a fragrance associated with a person who you used to know.

Similarly, wearing signature perfume may help create that connection. If a person regularly uses the same scent during significant moments in life, it will be possible for that person to associate the odor with the particular occasions. According to a 2012 research conducted by Gesualdo M Zucco, Lara Aiello, Laura Turuani and Egon Köster in Chemical Senses, the smell is able to invoke autobiographical memory and women tend to encode the smell autobiographically more often than men. However, it must be remembered that the effects differ from one individual to another depending on his/her age and gender. Of course, this doesn’t mean that women tend to be attached to perfumes.

THE EMOTION BEHIND A 'SIGNATURE SCENT'

Aromas are often not about their pleasant odor alone. The scent might be associated with emotions linked to a certain episode in one's life. For instance, the odor might have been selected for a new job, an occasion of marriage, a new love affair, or a phase when one experienced a lot of self-confidence. Every time the odor appears again, all the emotions associated with it are evoked at once. Recent studies also support the connection between smells and autobiographical memories. In a study from 2023, Carina Schlintl, Saša Zorjan and Anne Schienle investigated olfactory and visual imagery in 296 women aged 18 to 35 years old.

And that is why the switch from an old favorite scent can come across as strange. The individual is not just abandoning a particular perfume; she is also letting go of the comforting sensory link to routine, relations and memories. Obviously, people evolve. A perfume which used to perfectly match their personality or needs might no longer fit. Other individuals like to try out new scents during each season. However, for an individual who repeatedly reaches out to the same bottle, there is one very compelling explanation: the scent is a part of her story.

WHY ONE PERFUME CAN FEEL LIKE 'YOU'

The signature scent becomes an effortless way of expressing oneself. It follows through in the course of our daily activities without demanding our conscious effort while making certain associations for those around us. According to the study, the choice of any one scent is not indicative of one's personality. The study suggests something more fascinating about our connection to scents – they can be determined by memory and emotional connections and experiences. This could be the reason why certain scents provide a sense of comfort even after years of being used. They are predictable, recognizable and associated with important moments in life.

A signature scent can become much more than a fragrance. According to olfactory memory research, scents have been proven capable of provoking highly evocative and vivid autobiographical memories and emotions. However, according to perfume selection studies, the assumption that scent is enough to reveal a person's personality should be taken with caution. Some ladies choose the same perfume for years and years because it is the right one for them. It can also become a part of their life stories and habits. In this case, the bottle of the perfume on their dresser is associated with something that cannot be explained in terms of rose, vanilla, or musk scent. Basically, it's a small, invisible connection to the life someone has lived.